The retailer believes this success has come from customer service and product availability, and it has made plans for a centre in Bromley-by-Bow to fulfil the demand from the online shoppers in London and south-east England. Sainsbury’s said the centre will allow the retailer to serve an additional 20,000 online customers per week.

Sainsbury’s stated: “The trend continues for customers to shop across a range of channels – supermarkets, convenience and online.

"Where customers shop online and in supermarkets, their total spend is more than double the average supermarket-only shopper.”

Additionally the supermarket said over half of its customers now use the Click & Collect service, which is available in over 1,000 of its stores.

The retailer also launched a digital on-demand service in April 2013, which offers customers the ability to buy or rent films which can be downloaded or streamed to different devices, as well as offering digital e-books and music.

Additionally, its trial of a Mobile Scan & Go programme in four stores which allows customers to scan shopping using their smartphone has received positive feedback from customers who say it would help them with budgeting.

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